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How Virgin Limited Edition Increased Email Engagement Through Cutting-Edge Design

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How Virgin Limited Edition Increased Email Engagement Through Cutting-Edge Design How Virgin Limited Edition Increased Email Engagement Through Cutting-Edge Design We power marketing. 03.15 DIGITAL MARKETING CENTER Customer Overview Challenges Virgin Limited Edition is a unique, award-winning • To increase email open rates above industry collection of retreats owned by Sir Richard Branson, benchmarks chosen for their stunning locations, magnificent • To improve engagement rates to drive more surroundings and offering of style, luxury, and traffic to the website exceptional personal service. The group consists of Necker Island in the Caribbean’s British Virgin Islands, • To increase enquiries and improve customer Necker Belle sailing around the Caribbean, Ulusaba acquisition rates through the email channel Private Game Reserve in South Africa, The Roof Gardens and Babylon Restaurant in London, Kasbah Virgin Limited Edition started working with Teradata Tamadot in Morocco, and The Lodge in Verbier, in 2010 to use its Digital Marketing Center, as well as Switzerland. its consulting services for best practice advice and strategic and creative development. When this renowned, luxury resort company realized their email campaigns were receiving lackluster Virgin Limited Edition previously had a simple email response rates, Virgin Limited Edition turned to program and an easy-to-use template. In order to align Teradata. The Digital Marketing Center team at Teradata their email program with the rest of their marketing brought more than a decade of experience to this strategy they required an entirely new suite of more redesign effort. As a result, Virgin saw marked increases creative email templates to engage with their prospects in customer engagement and resort bookings. and customers. Virgin Limited Edition identified that by investing in their email program to target their customers they could “ Teradata helped to improve our open rates generate interest in their property offering, as well as significantly and our click-through rates communicate the breadth of properties available across more than doubled. We’re delighted with the world quickly and with ease. The new and improved our improved results.” HTML templates were to be used to help nurture and develop relationships with people interested in the – Robert Speirs brand through email. Increased engagement is the key Marketing Manager performance indicator for Virgin Limited Edition, as it is Virgin Limited Edition not possible to transact on their website. 2 SUCCESS STORY VIRGIN LIMITED EDITION MARKETING.TERADATA.COM Email a key part of the marketing mix and the increased value offered with the new design Virgin Limited Edition use email to increase bookings templates. The new creative approach has also yielded for each property—not as a conversion tool. The role of over a 100% increase in click-through rates, which in email in the Virgin Limited Edition marketing mix is to turn has generated many more leads for the business. capture interest with the speed and frequency of email and to generate enquiries for the different resorts. Bespoke CMS template and email design key contributors in the campaign’s success Email is at the core of Virgin Limited Edition’s On the one hand Virgin Limited Edition wanted multichannel strategy as it is closely integrated with professionally designed emails which reflected their direct mail, all marketing collateral, and other online brand identity in a slick way, and on the other hand they channels including social media, blogs, and the website. wanted to be able to streamline the process for creating these emails in-house. Teradata Solution Teradata’s content management system (CMS) enables • Creating a suite of CMS template designs high quality professional designs to be used by non- technical teams who can create messages easily without • Ensuring that the new designs cater for every compromising the design. This newly designed CMS property and message that Virgin Limited Edition template and email creative were both created by would want to convey Teradata. • A/B split testing the new designs to further refine their performance “ Working with Teradata’s Creative Services More leads generated through best practice team has transformed the performance design and HTML of our emails at Virgin Limited Edition. The new and improved email designs were carefully put The significantly improved designs have together to create a simpler and more consistent brand helped us to acquire new customers experience through the email channel. The development of cutting-edge HTML, that could be used time and through much higher engagement rates.” time again, was a key component in the success of the – Robert Speirs project. Marketing Manager Virgin Limited Edition The year-on-year results to date include a 5% increase in open rates .This was gained through long-term loyalty 3 SUCCESS STORY VIRGIN LIMITED EDITION MARKETING.TERADATA.COM Going one step further to provide a complete email marketing solution The Teradata Strategic Services team assist clients in greatly improving email templates to produce noticeable improvements in results. Clients are able to take advantage of these services at any time, on a project or retainer basis. With over ten years’ experience, specifically designing response-triggered emails, the Teradata Strategic Services team assist clients with: • Creative consulting • Design production and development of emails, landing pages, social network pages, and sign-up forms • Robust HTML production that ensures your emails render perfectly, in every scenario • Template production, which is particularly useful if you have an in-house team that can maintain the HTML template once it has been produced by Teradata • Creative critiques of your email programs and competitors If you are seeking strategic ideas and development for your brand, then Teradata can help to deliver innovative solutions that benefit your prospects and customers, to get them engaged. As one of the leading providers of online marketing services, Teradata makes it our business to be up-to- date with the latest trends and techniques. Results • Open rates boosted by 30% • Click-through rates increased by more than 100% • Customer inquiries significantly increased to the reservations team following the email redesign The new design templates for Virgin Limited Edition’s Ulusaba Private Game Reserve, South Africa 4 SUCCESS STORY VIRGIN LIMITED EDITION MARKETING.TERADATA.COM What would you do if you knew how Power your marketing with individualized insights from Teradata Integrated Marketing Cloud. Know more about to increase engagement, retention your marketing, your customers, and your business. and revenues? Deliver greater marketing agility to do more with that data to improve results and drive revenue. Teradata Digital Marketing Center delivers the agility you need as a marketer. This all-in-one Digital Marketing We Power Marketing. solution gives you the benefit of individualized insights for your customers, so you can deliver tailored digital For more information on the Teradata Digital Marketing messages to them at the right time and in the most Center and the Teradata Integrated Marketing Cloud effective way. Now you can approach your customers please visit marketing.teradata.com with ease and run highly relevant campaigns using any digital channel—email, mobile, social, and web. The solution belongs to the Teradata Integrated Marketing Cloud, which enables you to reach your customers individually, and on any channel, online and offline. 5 SUCCESS STORY VIRGIN LIMITED EDITION MARKETING.TERADATA.COM 10000 Innovation Drive, Dayton, OH 45342 Marketing.Teradata.com U.S. and Canada 1-866-548-8348, For International Callers: (937) 242-4030 Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affi liates in the U.S. and worldwide. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifi cations without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata representative or Marketing.Teradata.com for more information. Copyright © 2015 by Teradata Corporation All Rights Reserved. Produced in U.S.A. 03.15 EB>8738 We power marketing..
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